Mediation effects of fear on the relationship between gain/loss message frames and cognitive/conative responses
Abstract
This study investigates the underlying mechanism of fear appeal effects on behavioral changes applying the emotions-as-frame model and protection motivation theory to the green advertising context. The results indicate that a loss-framed message arises fear increasing severity, vulnerability, response efficacy, and self-efficacy, which in turn affect the intention to purchase a green product. Furthermore, this study results that a gain frame is more effective to lead green behavior than a loss frame.
Citation
Shin, S., Park, S., & Ki, E.-J. (2021). The mediation effects of fear on the relationship between gain/loss message frames and cognitive/conative responses. Journal of Intelligent Communication, 1(1). https://doi.org/10.54963/jic.v1i1.32